In this week’s insight report, we look at the attitudes that our panel has towards shopping locally. With the second lockdown well underway, small businesses have been struggling and campaigns to support local businesses are popular. However, are those campaigns effective and what factors actually influence Irish consumers to shop locally. These responses were from last week’s Bolt Bundle and it has 1842 respondents involved. 85% of the respondents do most of their shopping locally.
We asked respondents to indicate what statements in relation to shopping local were important to them. For the statement “It’s cheaper”, 35% of respondent said it was mildly important and another 35% said it was quite important. Another 18.68% said it was very important. 36% of respondents said that the statement “It’s more convenient to shop locally” is very important when choose to buy locally. Another 38% said it was quite important, which indicates that convenience is one of the most important factors when choosing to chose locally.
We also asked how important the statement “I like to support the local community/economy” when choosing to buy locally. Over 50% of respondents said that is very important. Regarding the statement “It’s a good place to meet new friends and make connections with local shop-owners”, it had the highest proportion of respondents answer not important out of all the statement with 41.75%. Only 8.2% said it was very important. The statement “the products are better quality” had over 75% of respondents saying it was quite important or very important. Finally the statement “there’s a bigger variety to choose from” had the evenest distribution across possible answers. 34.36% said it was quite important, though another 12.87% said it’s not important at all.
We asked respondents to rank six factors (quality, price, variety of products, convenience, service, support the community) by most important to least. Quality was the most important factor to a quarter of all respondents, however, another 30% of respondents ranked quality as their least important factor. Surprisingly, price had the lowest first preference share (9.3%) and the highest fifth preference share (34.4%).
The majority of our panel indicated that the major downsides of shopping local is the cost and the availability of products. Over 67% of respondents said that the fact that products aren’t always available is a downside. Only 7.06% said that there are no downsides to shopping locally. 42% of respondents were satisfied with the quality and variety of products available locally, another 41% are quite satisfied. However only 8.41% are very satisfied with the local shops in their area.